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Marketing and creative direction

Content strategy

Plan content strategy, content pillars, topic clusters, editorial calendars, blog strategy, content marketing roadmaps, and what to write about. Use when the user asks for content ideas, blog topics, topic clusters, content planning, content pillars, content marketing, or does not know what content to create. For writing individual pieces use the relevant writing skill; for social media execution use /social-content; for ad copy use /ad-creative.

Works with the context you provideVersion 2.0.1Historical revision

# Content Strategy

Use this skill to decide what content should exist, why it should exist, and how it should connect to traffic, authority, qualified leads, and ROI proof.

Every recommended content idea should be searchable, shareable, or both. Prioritize search when the business needs compounding demand capture. Use shareable content when the business needs a stronger point of view or category demand.

Context Loading

Before asking questions, check whether one of these files exists and read it:

  1. `.agents/product-marketing-context.md`
  2. `.claude/product-marketing-context.md`
  3. `./references/dependencies/conversint-current/references/marketing-message-governance.md`, `./references/dependencies/conversint-current/references/org/positioning.md`, and `./references/dependencies/conversint-current/references/org/value-signals.md` when planning content for Conversint
  4. The active-message catalog when planning content that extends a current campaign message

When content is proposed as an assisted-conversion or retargeting path for a paid campaign, also read `./references/dependencies/conversint-current/references/digital-marketing-funnel-best-practices.md`.

Ask only for missing context that materially changes the strategy.

Intake

If not already clear, ask for:

  • What the company sells and who buys it
  • Primary content goal: traffic, leads, authority, sales enablement, retention, or AI/LLM visibility
  • Common customer questions, objections, and buying triggers
  • Existing content and what is working
  • Competitors or reference brands
  • Available production resources: writing, design, video, SMEs, budget, cadence

If the user needs momentum, state assumptions and produce a first-pass plan.

Workflow

  1. **Frame the business problem.** Summarize audience, product, demand state, and content goal.
  2. **Choose 3-5 content pillars.** Each pillar must tie to a buyer problem and the offer.
  3. **Separate searchable and shareable ideas.** Searchable captures existing demand; shareable creates or spreads demand.
  4. **Map topics by buyer stage.** Awareness, consideration, decision, implementation, retention.
  5. **Prioritize.** Score ideas by customer impact, content-market fit, search potential, and resource requirements.
  6. **Turn the plan into a calendar.** Recommend a realistic first 4-8 weeks.
  7. **Define the learning loop.** For every pillar or priority topic, state the hypothesis, metric, and what should be recorded in `/marketing-learning-loop`.

Searchable Content

Use searchable content when users are actively looking for answers.

Strong formats:

  • Use-case pages or posts: `[persona] + [use case]`
  • Problem guides: `how to [solve problem]`
  • Comparison and alternative content
  • Template libraries
  • Glossaries and explainers
  • Implementation tutorials
  • Hub-and-spoke guides for major, durable topics

Most content can live under `/blog` with strong internal linking. Dedicated guide directories are only worth it for deep, durable pillar resources.

Shareable Content

Use shareable content when the brand needs a sharper point of view or social distribution.

Strong formats:

  • Contrarian but reasoned essays
  • Founder lessons and operating notes
  • Original data or benchmark reports
  • Case studies with a clear before/after
  • Expert roundups
  • Named frameworks
  • Behind-the-scenes build or delivery stories

Prioritization Model

Score each idea from 1-10:

  • Customer impact, 40%: frequency, urgency, emotional weight, customer value
  • Content-market fit, 30%: direct tie to the offer and unique authority
  • Search potential, 20%: volume, long-tail depth, intent, competitive gap
  • Resource fit, 10%: ability to produce well now

Output Format

```markdown ## Strategy Frame - Audience: - Goal: - Demand state: - Constraints:

## Content Pillars 1. [Pillar] - [why it matters]

## Priority Topics | Topic | Searchable/Shareable | Buyer Stage | Format | Why Now | Priority |

## Cluster Map [pillar -> subtopics -> internal links]

## First 4-8 Weeks | Week | Content | Goal | Owner/Inputs |

## Measurement - Leading indicators: - Conversion indicators: ```

Quality Rules

  • Do not recommend content detached from the offer.
  • Use customer language when transcripts, notes, reviews, or sales context are available.
  • Prefer fewer, stronger pillars over a broad list.
  • Explain why each topic deserves production time.
  • Name content that should not be created yet when resources are constrained.
  • If the content plan affects site architecture or CMS choice, read `./references/headless-cms.md`.
  • Do not let content volume become the goal. Content plans should feed `/marketing-learning-loop` and, once business outcomes exist, `/marketing-roi`.

Reference Files

  • `./references/headless-cms.md` - CMS selection, content modeling, editorial workflow, and when a blog is enough.